©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Pity the standard banner ad, the workhorse of the webpage. It does not dazzle with video or rich media or annoy visitors by popping up or under other content. Declining clickthrough rates appear to have stabilized at a mere 0.09% in 2010, falling from a fractional 0.15% in 2008, according to a recent report from MediaMind.
And consumers scorn them: 43% of respondents to an online AdweekMedia-Harris Poll said they ignored or disregarded internet banner ads more than paid search ads and those in traditional media—TV, radio and newspapers.